Sir Terry says this is the best of times for marketers- do you agree?
Few would disagree that Sir Terry Leahy knows his onions- as the former CEO of the mega-retailer Tesco he is attributed with having turned the brand into the global entity it is. One wonders how well he would do if he was starting out now, given the uncertainty of the global economy.
The recent revealing article in Marketing contained a neat eight point analysis of the opportunities facing marketers today;- marketers must 'break the straitjacket' in order for their brands to come out of the recession stronger. Marketers should ‘seize the opportunity in front of them. Now is the time to shake all of that off and start out again with a clean sheet of paper'. 'You should take a fresh look at the business, yourself, your customers and, above all, the opportunity,' he said.
Leahy uses simple phrases such as Find the truth, Think big, Take risks, Create, Communicate, Teach, Lead, Act’ which I guess most marketers would recognise as the traits all marketing people would connect with when they are responsible for steering a brand, or making a product resonate with its intended audience.
If a client that feels the current stormy environment is the perfect time to shake things up then it calls for more than brilliant ideas and outstanding account handling. You need to have a very robust structure in the agency to support the risk-taking. That comes through great reporting and time management as well as all the interventions that an agency experiences across its client portfolio.
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